The temporary change celebrates the debut of the brand's new 'Ultimate Steakburgers,' a line-up of seven new burgers.

“Everyone knows that IHOP makes world-famous pancakes so we felt like the best way to convince them that we are as serious about our new line of Ultimate Steakburgers as we are about our pancakes, was to change our name to IHOb,” said Chief Marketing Officer Brad Haley in a statement on the company's website.

A flagship restaurant in Hollywood, CA will feature a new "re-burgered" sign and will host a "VIB" launch party for the new menu additions.

They encouraged customers to guess what the 'b' would stand for, but it seems like no one on Twitter could have guessed it would be burgers.